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Nielsen Radio Ratings Coming To SWB?

DToTheJ

DToTheJ

There is a possibility that the Scranton/Wilkes-Barre market, whose radio ratings are currently maintained by Arbitron, might be getting some company in that regard, as Nielsen, which has recently been delivering data for dozens of small and medium markets, could add SWB to its portfolio.

While one radio owner admits that he was "impressed" by Nielsen's approach, a local ad representative says that it would be "doubtful" for radio stations to pay for more than one ratings service.

Full story:
http://thetimes-tribune.com/arts-living/nielsen-makes-pitch-to-area-radio-stations-1.839653
 
Until ad agencies embrace Nielsen for radio, and I'm not sure many have at this point, I'd expect sWB to remain fully in Arbitron's corner.
 
Remember Birch ratings? They did phone surveys instead of diaries. The numbers were significantly different for audiences with low diary response rates. (youth. Men).
Oh wait, Arbitron bought them out.
 
There was a humorous exchange on Howard Stern's "Crucified by the FCC" box set between Stern and a PD from his affiliate in Albany, who said, "I buy Birch, baby!" ;D
 
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